Investigating the effect of service marketing mix on customer satisfaction and price tolerance at sport complex (Case of study: sport complex of Shiraz Hijab)
Author(s):
Abstract:
Objective
The main purpose of this research was to investigate the effect of service marketing mix on customers satisfaction and their price tolerance at a sport complex.Methodology
Current research is an applied study and falls into the category of descriptive -survey researches methodologically. Statistical population consists of all women who use the services of Hijab sport complex in Shiraz. Among these customers, 400 individuals using Non-probability sampling regarding women availability, have been selected and were questioned by a researcher-made questionnaire. Questionnaires validity was tested using face validity approach while questionnaires reliability was confirmed through two approaches of alpha cronbach (79 %) and split half (71 %).Results
Based on the findings raised by Structural Equations Model, it was obvious that customer satisfaction mediates the relationship between service marketing mix and price tolerance. Freedman Test also showed that the location of a sport complex has had the highest effect on customer satisfaction whilst the complexs promotion was in the lowest rank considering its influence on customer satisfaction. Moreover, Kruskal Wallis Test indicated that the importance of service marketing mix elements is different among various groups of customers.Conclusion
Regarding the high inflation in Iran, where most of sport complexes have realized they cannot survive without having customers with high price tolerance; providers should change their marketing mix elements consciously and try to focus on factors that has the highest effect on customer satisfactionKeywords:
Language:
Persian
Published:
Journal of Sport Management and Development, Volume:4 Issue: 1, 2015
Pages:
161 to 179
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